What makes a good preference center?
Like a one-to-one with thousands of subscribers, a good preference center shows that you’re a brand that cares about your customers’ experience. You want to get to know them, so that you can take that data and work to ensure their experience is a positive one.
Most unsubscribes are due to email frequency or irrelevant content. By allowing your subscribers to determine this themselves you can be sure to drastically reduce your unsubscribes. When implementing a preference center, be sure to show it to consumers at the point of sign up, and have it visible in your emails. Allowing subscribers to reduce and tailor the emails they receive from you will cut down on those blanket unsubscribes.
By discovering what your customers want, you can easily tailor your marketing efforts to meet their needs. The more you meet their needs, the more likely they are to convert. And the more they convert, the healthier your bottom line is.